Goal for Aston Villa!

We were delighted to celebrate with our client Aston Villa Football Club, who won a Football Business Award for Best Fan Engagement By A Club for our new crest consultation project.

The new crest was successfully chosen following the completion of a public vote amongst Aston Villa fans, an event that marks a significant milestone in the role fans have in influencing decisions and proposed changes made by football clubs governed by The Football Association.

After an expansive consultation process with Aston Villa fans and staff, two crest concepts were proposed to season ticket holders and members, who were then asked to vote for their preferred option. After receiving a club record 21,500 votes, a preferred crest was chosen, along with a strong mandate from fans that they were in support of the change away from their current crest.

The new crest will officially launch for the 2023/2024 season and features a newly crafted lion rotated to now face forward, with the circular shape of the badge paying homage to the shape worn during the club’s 1982 European Cup triumph.

● Over 21,500 fans took part in the vote.

● 77% of fans voted for the round design

● 23% of fans voted for the gas lamp design

● 8% voted to keep the current crest

When asked through the initial club survey, the majority of fans (76%) do not feel that the current crest represents Aston Villa well.

93.5% of fan comments across social media in response to the initial announcement of changing the crest were positive.

Click here to view the full case study.